Connecting User and Business Needs
Driving Results through Design and Research
Working within Business and Brand Alignment
Key learnings and Growth
I learned the importance of designing in line with Mway’s brand and business goals. Keeping the design consistent with their identity helped improve the user experience while also achieving the company’s objectives.
Redesigning Mway’s platform showed me how design choices can directly impact sales. The 20% increase in online sales and 15% boost in in-store purchases highlighted how a user-focused design approach can lead to real business results.
This project strengthened my ability to combine user needs with business goals. By talking with different stakeholders, I learned how to turn complex requirements into easy-to-use designs. This experience showed me how good design can meet both company objectives and user expectations.
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Key Findings
Landing Screen - MWAY struggled with selling other products because of poor website structure
Overall Issues -
Users struggled with bike search functionality and comparing options.
Information on payment options lacked clarity.
No existing feature allowed users to compare two selected products.
Users had difficulty locating nearby stores or checking product availability.
Let's talk about impact
The redesign of Mway’s digital platform had a measurable impact on both online and in-store sales:
Online Sales: Following the implementation of Phase 1 enhancements, Mway saw a 20% increase in online sales. Improved navigation, streamlined product filters, and enhanced product detail layouts helped users make faster, more informed purchase decisions.
In-Store Sales: The redesign also drove a 15% increase in in-store sales. By accurately displaying bike availability and store locations, the updated site attracted more customers to Mway’s brick-and-mortar locations, resulting in increased foot traffic and purchases.
Product Detail Page Enhancements
Improved layout and hierarchy, making crucial information easy to locate and understand. Organized page sections for clear content flow, facilitating effortless scanning.
"Find an E-Bike" Tool
Introduced the “Find an E-Bike” feature to streamline search and discovery, allowing users to filter based on specific needs, which resulted in faster and more relevant search outcomes.
New Feature - Compare Option
Added a "Compare" feature, enabling users to compare bike models side-by-side, enhancing decision-making and reducing complexity.
Product Listing Redesign
Simplified filters to reduce cognitive load and optimize for quick, easy selection.
Integrated real-time product availability indicators for better user clarity.
Design and Development
Based on research, we prioritized a list of enhancements for the Mway website.
Improved Information Architecture and Navigation
We redesigned the landing page to simplify navigation, adding mobile-friendly features and prominent CTAs to guide users effectively.
We enhanced the visibility of essential sections and designed the landing page to highlight all categories.
Week 1-2
Week 3-4
Week 7-8
Our research spanned eight weeks and included user interviews, surveys, and competitive analysis.
Objectives
Understand user navigation on the site and identify pain points.
Map out typical user journeys to uncover gaps and opportunities.
Suggest enhancements to elevate usability and engagement.
Optimizing existing elements and developing new functionalities for future phases.
Adding features based on identified user needs and behavioral patterns.
Redesigning key website flows for an intuitive experience.
MWAY approached our team with a vision to elevate their digital experience, making it easier for users to navigate, select and purchase e-bikes and accessories. The scope of the project included -
Research and Discovery
Project Background
Client - mway.ch
Mway, a leading e-bike aggregator in Switzerland, Germany, and Austria
Goal:
Enhance the online experience and add new features to improve user satisfaction and drive conversions
Role and Team
Lead UX Designer - 3 UX Designers, 1 Product Manager, 2 UI Designers, 3 Developers
Improving Product Discovery and Navigation for mway
